Stay on target

Starting this year, U.S. customers can look for “personalized” menu options related to time of day, weather, current restaurant traffic, and trending menu items.

Just as Amazon knows that when you buy a tablet you probably also want a case and foldable keyboard, McD’s can automatically suggest complementary foods based on your order. (A large coffee goes great with a bacon, egg, and cheese biscuit, you know.)

The electronic bill of fares even understands current service times, suggesting only items that are easy to make during peak hours, in an effort to keep the Drive Thru running smoothly.

“Technology is a critical element … enhancing the experience for our customers by providing greater convenience on their terms,” Golden Arches CEO Steve Easterbrook said in a statement.

This new automation feature comes with the company’s purchase of AI platform Dynamic Yield, purchased this week for an undisclosed sum.

“With this acquisition,” Easterbrook continued, “we’re expanding both our ability to increase the role technology and data will play in our future and the speed with which we’ll be able to implement our vision of creating more personalized experiences for our customers.”

Once the ink dries on the deal, McDonald’s plans to roll out the foody function this year to Drive Thrus across the country, before expanding into international markets.

The chain will also integrate the technology into its digital customer experience touchpoints—i.e. self-order kiosks and mobile apps.

“We’re thrilled to be joining an iconic global brand such as McDonald’s and are excited to innovate in ways that have a real impact on people’s daily lives,” according to Liad Agmon, co-founder and CEO of Dynamic Yield, which will remain a stand-alone company with employees operating around the world.